Pro-Cleveland branding for 2016 Republican National Convention wins two major awards

Updated May 10, 2017 at 12:50 PM;Posted May 10, 2017 at 7:00 AM

David_Gilbert_on_Facebook_live.jpg

David Gilbert, president and CEO of the 2016 Republican National Convention Host Committee and Destination Cleveland, left, prepares for a Facebook Live interview with Kevin Prince, social media producer for CBS This Morning during the Republican National Convention in July 2016.
(Emily Lauer, Destination Cleveland)

CLEVELAND, Ohio -- The communication strategy to showcase and spotlight Greater Cleveland during the 2016 Republican National Convention, developed by Destination Cleveland, Cleveland Plus, and Dix & Eaton, has won two major industry awards for its success on rebranding Northeast Ohio.

The campaign was named a finalist for the 2017 North American SABRE (Superior Achievement in Branding, Reputation, and Engagement) Award in the institutional image category by The Holmes Report. The winners were chosen by a jury of more than 40 industry leaders from among more than 2,000 entries and announced on May 2.

It also won a 2017 Bronze Anvil Award in the Media Relations -- Associations category from the Public Relations Society of America. PRSA's 43 Bronze Anvil Awards honor the year's best, most creative, and most memorable public relations programs.

Destination Cleveland, the region's convention and visitors bureau, was in charge of marketing for the Cleveland 2016 Host Committee for the RNC. Destination Cleveland worked with Cleveland Plus to promote the region's economic transformation, and Dix & Eaton, a strategic communications consultancy, to maximize the scope of its media relations, along with input from the community's PR practitioners.

Cleveland's selection as host city for the Republican National Convention in July 2016 was a rare opportunity to promote Northeast Ohio as a world class destination to live, work, and do business. It was also a chance to showcase the billions in public and private investment that had been made in its downtown, neighborhoods, and cultural institutions.

The communication strategy aimed to provide key information and creative story ideas to more than 50,000 convention visitors and 15,000 journalists from around the world, in an effort to generate positive reviews and media coverage for Cleveland.

Chas Withers, CEO of Dix & Eaton. Dix & Eaton

"As the world's gaze focused on Cleveland, we wanted to maximize the opportunity to cast the best light possible on our city and our region," said Chas Withers, chief executive of Dix & Eaton, in a written announcement.

"But while the convention lasted for only a few days, it took two years of planning and hard work to ensure success," he said. "Throughout that time, we were privileged to work closely with Cleveland Plus and Destination Cleveland to develop the strategy and tactics."

As a result of the coordinated campaign:

--76 percent of the media coverage was either positive or neutral in tone, with stories about Cleveland's economic resurgence, vibrant downtown, and warm hospitality.

-- "The region's business community benefited from more coverage in a three-week span than it had earned in any single year in the past decade," Dix & Eaton said.

-- More than 3,000 stories, including 424 unique placements, appeared in key national media, including The New York Times, Today Show, Morning Joe, The Wall Street Journal, ABC News, CBS Sunday Morning, and other outlets.

-- The effort generated more than 10 billion total impressions, 6.5 billion of which appeared during July 2016.

"The city enjoyed a flood of positive coverage and comments that exceeded all expectations, and extended a wave of momentum that the region is still feeling today," Withers said.